Marketing Your Business: Business Success (Kogan Page)
Autor John Westwooden Limba Engleză Paperback – 28 apr 2011
Although the basic principles and theories of marketing haven't changed, many of the tools have. With new reliance on online tools to get results, it's more important than ever for businesses to be up-to-date on the latest techniques. Marketing Your Business covers all of these aspects of marketing to develop a strategy and increase profit, including detailed advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. It explains how to:
-use the internet
-set up websites and online shops
-use traditional and online public relations - including social media
-plan advertising and sales promotion campaigns
-prepare sales literature
-manage exhibitions
Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling, Marketing Your Business is an all-in-one guide to everything practitioners need to know about marketing today.
-use the internet
-set up websites and online shops
-use traditional and online public relations - including social media
-plan advertising and sales promotion campaigns
-prepare sales literature
-manage exhibitions
Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling, Marketing Your Business is an all-in-one guide to everything practitioners need to know about marketing today.
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Specificații
ISBN-13: 9780749462710
ISBN-10: 074946271X
Pagini: 256
Dimensiuni: 138 x 215 x 15 mm
Greutate: 0.33 kg
Editura: Kogan Page
Seria Business Success (Kogan Page)
ISBN-10: 074946271X
Pagini: 256
Dimensiuni: 138 x 215 x 15 mm
Greutate: 0.33 kg
Editura: Kogan Page
Seria Business Success (Kogan Page)
Cuprins
List of figures
List of tables
Introduction
1 Marketing - The basics
How does marketing differ from selling?
Product
Price
Promotion
Place
Marketing Planning
Summary
2 The effective use of marketing research
Why is marketing research necessary?
Methods of obtaining data for market research
Field research
Desk research
Product and statistical information
Consumer information
How to plan your marketing research
Practical examples
Summary
3 Situation analysis
Internal market research
Market segmentation
Information checklists
How to present the information
Situation analysis
Setting marketing objectives
Marketing strategies
Action plans
Summary
4 Websites and e-commerce
Websites
Setting up a website
Internal websites (Intranets)
Setting up an online shop
Other useful website tools
Social media
What does the future hold?
Summary
5 The role of public relations in the internet age
The PR resource
The public relations programme - objectives and strategies
Some tools used in public relations
Key channels of communication used in public relations
Online public relations
Other roles of public relations
Summary
6 Channels to market
Marketing channels
Physical distribution, warehousing and actory location
Examples of strategies for distribution
Summary
7 Advertising and sales promotion
Advertising
Online Advertising
Planning your advertising campaign
Sales promotion
Examples of strategies for advertising and sales promotion
Summary
8 Promotional materials, presentations and exhibitions
Sales literature
Presentations
Exhibitions
Examples of strategies involving exhibitions
Summary
9 Products and pricing
The product portfolio
Examples of product strategies
Product pricing
Examples of pricing strategies
Launching a new product
Summary
10 Application selling
The concept
Preparation of key material
Preparing the application manual, customer and training presentations
The introduction programme
Summary
11 Getting into overseas markets
The benefits of exporting
Assistance for exporters
Overseas markets
Individual export markets
Summary
Useful websites
Index
List of tables
Introduction
1 Marketing - The basics
How does marketing differ from selling?
Product
Price
Promotion
Place
Marketing Planning
Summary
2 The effective use of marketing research
Why is marketing research necessary?
Methods of obtaining data for market research
Field research
Desk research
Product and statistical information
Consumer information
How to plan your marketing research
Practical examples
Summary
3 Situation analysis
Internal market research
Market segmentation
Information checklists
How to present the information
Situation analysis
Setting marketing objectives
Marketing strategies
Action plans
Summary
4 Websites and e-commerce
Websites
Setting up a website
Internal websites (Intranets)
Setting up an online shop
Other useful website tools
Social media
What does the future hold?
Summary
5 The role of public relations in the internet age
The PR resource
The public relations programme - objectives and strategies
Some tools used in public relations
Key channels of communication used in public relations
Online public relations
Other roles of public relations
Summary
6 Channels to market
Marketing channels
Physical distribution, warehousing and actory location
Examples of strategies for distribution
Summary
7 Advertising and sales promotion
Advertising
Online Advertising
Planning your advertising campaign
Sales promotion
Examples of strategies for advertising and sales promotion
Summary
8 Promotional materials, presentations and exhibitions
Sales literature
Presentations
Exhibitions
Examples of strategies involving exhibitions
Summary
9 Products and pricing
The product portfolio
Examples of product strategies
Product pricing
Examples of pricing strategies
Launching a new product
Summary
10 Application selling
The concept
Preparation of key material
Preparing the application manual, customer and training presentations
The introduction programme
Summary
11 Getting into overseas markets
The benefits of exporting
Assistance for exporters
Overseas markets
Individual export markets
Summary
Useful websites
Index
Recenzii
"This no-frills guide covers the fundamentals of marketing, outlining the steps involved to develop products and successfully compete in the marketplace. ...Summing Up: Recommended. Marketing practitioners wanting a basic reference guide." - CHOICE Reviews
"Westwood...presents a guide to using different aspects of marketing to help a business grow in the Internet age." - Book News, Inc.Notă biografică
John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has since gained valuable experience with Exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. He is also the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.
Descriere
"Marketing Your Business" is an all-in-one guide to marketing tactics that help a business succeed. With an emphasis on Internet marketing, it covers all aspects of marketing to develop a strategy and increase profit.